Belgian Brewers Group Sues Coors; Alleges America's 3rd Largest Brewer Misleads Consumers.

CHICAGO--(BUSINESS WIRE)--Nov. 18, 1999--

Taking on America's third largest brewer, the Confederation des Brasseries de Belgique (CBB) announced today it has filed suit against Coors Brewing Co. of Golden, Colo., for allegedly misleading the American public into believing that Coors' Blue Moon Brewing Co. "Belgian White" beer is brewed in Belgium. The suit was filed today in the U.S. District Court for the Northern District of Illinois, Eastern Division.

According to CBB, a professional association that represents a majority of Belgian brewers, Coors' labels are deceptive and mislead the American consumer into believing that Coors' "Belgian White" is an authentic Belgian beer when it is actually brewed in Denver, Colorado and Memphis, Tennessee.

"Coors has disregarded its obligation to clearly inform the American public of the true origin of its Belgian-style beer product," said Bart Lazar, a partner with the Chicago-based law firm of Seyfarth, Shaw, Fairweather & Geraldson, which represents the CBB. "American Consumers know that Belgian beers are extremely high quality beers. Coors is playing upon this by fooling consumers into believing that the Blue Moon Belgian White beer is a genuine Belgian beer, which it is not. CBB members have even found confusion among bar owners carrying the Coors brand who believe they are selling Belgian beer," he added.

"The CBB has worked with American brewers -- including Coors -- regarding the use of the term `Belgian' in connection with beer that is not brewed in Belgium so that the public is not confused. The CBB asked Coors to voluntarily alter its labels, but Coors has refused, leaving the CBB no option but to file suit in order to protect the American public and the good will of genuine Belgian beer," Jan DE BRABANTER, director of external relations, CBB said.

According to Lazar, in its suit, CBB asserts that Coors has damaged the market for authentic Belgian beer and asks that the court:

-    Grant a preliminary and permanent injunction restraining and
     enjoining Coors from falsely and deceptively labeling and
     advertising its beer as originating from Belgium;

-    Grant a permanent injunction restraining and enjoining Coors from
     falsely and deceptively using Belgian White as a trademark, brand
     or other designation of source or origin;

-    Order Coors to pay for corrective advertising in an amount equal
     or greater than the expenses incurred for its advertising and
     promotion of Blue Moon Belgian White;

-    Award punitive damages in favor of the CBB for Coors' willful and
     deceptive practices.

"We are confident that the court will recognize the misleading and deceptive practices of Coors and will ensure that when American consumers order a beer they believe to be brewed in Belgium, they will indeed be served a Belgian beer," Lazar said.